• 제목, 요약, 키워드: conjoint analysis

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서비스제품 선택에서 전통적 컨조인트기법과 선택형 컨조인트기법간의 예측력 비교에 대한 연구 (A Study on the Comparison of the Predictability among Traditional and Choice-based Conjoint Analyses in the Choice of Service Products)

  • 임병훈;안광호;박운용
    • 마케팅과학연구
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    • v.16 no.4
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    • pp.39-54
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    • 2006
  • 기업의 마케터들은 어느 때보다 빨라진 소비자 욕구의 변화와 경쟁제품 출시에 대응하여 신제품 성공의 확률을 극대화시키려 노력한다. 소비자의 욕구에 맞는 신제품을 개발하기 위해 활용되는 기법 중 하나가 컨조인트분석이다. 본 논문은 컨조인트기법 중 가장 널리 이용되는 전통적 컨조인트분석과 선택형 컨조인트분석의 예측력을 비교하는데 초점을 맞추었으며 그 대상으로 병원산업을 선택하였다. 모형간 예측력 비교를 위해 전통적 컴조인트분석과 선택형 컨조인트분석 중심으로 4가지 모형을 선정하였다. 분석결과, 전통적 컨조인트와 선택형 컨조인트를 결합한 혼합형 컨조인트기법의 예측력이 가장 높은 것으로 나타났으며, 각 모형에서 추정된 모수간의 일관성도 높은 것으로 나타났다.

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New Design of Choice Sets for Choice-based Conjoint Analysis

  • Kim, Bu-Yong
    • 응용통계연구
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    • v.25 no.5
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    • pp.847-857
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    • 2012
  • This article is concerned with choice-based conjoint analysis versus rating-based and ranking-based conjoint analysis. Choice-based conjoint analysis has a definite advantage in that the respondent's task of choosing the most preferred profile from several competing profiles adequately mimics consumer marketplace behavior. It is crucial to design the choice sets appropriate for the choice-based conjoint. Thus, this article suggests a new method to design the choice sets that are well-balanced. It augments the balanced incomplete block design and then obtains the dual design of the result to accommodate various numbers of profiles. In consequence, the choice sets designed by the new method have the desirable characteristics that each profile is presented to the same number of respondents, and pairs of any two distinct profiles occur together in the same number of choice sets. The balancing of the design increases the efficiency of the conjoint analysis. In addition, the pair-comparison scheme can improve the quality of data through the identification of contradictory responses.

EBA 모형을 활용한 유사 컨조인트 분석 (Conjoint-like Analysis Using Elimination-by-Aspects Model)

  • 박상준
    • 경영과학
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    • v.25 no.1
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    • pp.139-147
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    • 2008
  • Conjoint Analysis is marketers' favorite methodology for finding out how buyers make trade-offs among competing products and suppliers. Thousands of applications of conjoint analysis have been carried out over the past three decades. The conjoint analysis has been so popular as a management decision tool due to the availability of a choice simulator. A conjoint simulator enables managers to perform 'what if' question accompanying the output of a conjoint study. Traditionally the First Choice Model (FCM) has been widely used as a choice simulator. The FCM is simple to do, easy to understand. In the FCM, the probability of an alternative is zero until its value is greater than others in the set. Once its value exceeds that threshold, however, it receives 100%. The LOGIT simulation model, which is also called as "Share of Preference", has been used commonly as an alternative of the FCM. In the model part worth utilities aren't required to be positive. Besides, it doesn't require part worth utilities computed under LOGIT model. The simulator can be used based on regression, monotone regression, linear programming, and so on. However, it is not free from the Independent from Irrelevant Alternatives (IIA) problem. This paper proposes the EBA (Elimination-By-Aspects) model as a useful conjoint-like method. One advantage of the EBA model is that it models choice in terms of the actual psychological processes that might be taking place. According to EBA, when choosing from choice objects, a person chooses one of the aspects that are effective for the objects and eliminates all objects which do not have this aspect. This process continues until only one alternative remains.

컨조인트 분석 결과의 보완을 위한 인공 신경망의 활용 (Application of Artificial Neural Network for Conjoint Analysis)

  • 박노진
    • 응용통계연구
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    • v.20 no.3
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    • pp.441-447
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    • 2007
  • 컨조인트 분석은 경영학에서 제품 대안들에 대한 소비자의 선호 정도로부터 소비자가 각 속성에 부여하는 상대적 중요도와 각 속성수준의 효용 부분가치를 추정하는 분석방법이다. 본 논문에서는 초등학교 컴퓨터 특기 적성 교육 과목들에 대한 학생들의 선호정도를 컨조인트 분석을 통해 알아보았다. 그 과정에서 특별히 인공 신경망 분석을 부가적으로 수행하면 보다 많은 유용한 지식을 얻을 수 있음을 중점적으로 다루었다.

컨조인트 분석을 이용한 BRT 및 바이모달 트램 이용 속성의 효용 산정 연구 (세종시를 중심으로) (A Study of the Estimation of Utilities of Usage Attributes of BRT and Bimodal Tram Using Conjoint Analysis (Case of the City of Sejong))

  • 박상민;김경현;고한검;목재균;이종화;윤일수
    • 한국도로학회논문집
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    • v.19 no.4
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    • pp.45-52
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    • 2017
  • PURPOSES : This study was initiated to estimate the utilities of usage attributes of BRT and Bimodal Trams using a conjoint analysis method in order to identify the important features pertaining to the use of BRT and Bimodal Trams. METHODS : For this purpose, important attributes and those level in the use of BRT and Bimodal Trams in the city of Sejong were identified. Next, a profile questionnaire pertaining to BRT and Bimodal Trams was designed for the conjoint analysis, and a survey was conducted in the city of Sejong. Using SPSS software, conjoint analysis was performed to identify the important attributes vis-$\acute{a}$-vis the use of BRT and Bimodal Trams in the city of Sejong. Finally, the utilities for individual attributes were calculated based on the models estimated by the conjoint analysis. RESULTS : The results of the conjoint analysis were used to identify the important attributes. With regard to the usage of BRT, users indicated that fare was the most important attribute with the highest utility. In the case of Bimodal Trams, the users indicated that the number of seats and internal environment were the most important attributes with the highest utilities. CONCLUSIONS : Based on the results of the conjoint analysis, the important attributes pertaining to the use of BRT and Bimodal Trams in the city of Sejong were identified. Our study indicates that BRT in the city of Sejong needs to be upgraded to improve the utilities of the important attributes. Currently, Bimodal Trams has not been introduced completely in the city of Sejong. However, in the future, when the introduction of Bimodal Trams is completed, the important attributes should be emphasized in order to improve the quality of its service.

Jeffrey′s Noninformative Prior in Bayesian Conjoint Analysis

  • Oh, Man-Suk;Kim, Yura
    • Journal of the Korean Statistical Society
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    • v.29 no.2
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    • pp.137-153
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    • 2000
  • Conjoint analysis is a widely-used statistical technique for measuring relative importance that individual place on the product's attributes. Despsite its practical importance, the complexity of conjoint model makes it difficult to analyze. In this paper, w consider a Bayesian approach using Jeffrey's noninformative prior. We derive Jeffrey's prior and give a sufficient condition under which the posterior derived from the Jeffrey's prior is paper.

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AHP와 Conjoint Analysis간의 통합에 의한 인터페이스 사용성 평가 방법 개발 (Development of the Interface Usability Evaluation Technique Using Integration of AHP and Conjoint Analysis)

  • 문형돈;박범
    • 대한인간공학회:학술대회논문집
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    • pp.93-98
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    • 1998
  • Recently, consumers are tend to purchase the user-centered designed product using interface enginnering and human factors techniques. Therefore, it is important that the designer's requirements should be analyzed focused on the human machine interface. This paper described the interface usability evaluation technique(suvjective evaluation) for the interface between user and product. This methodology is the integrated interface usbility evaluation method AHP and Conjoint Analysis. AHP(Analytic Hierarchy Process) is a multicriteria decision model to give priority after expressing hierarchically for decision making problem. Conjoint Analysis enduavors to unravel the value, or partworths, that consumers place on the product or service's attributes from experimental subjects' evluation of profiles based on hypothetical products or services. A new usability test methodology proposed by this paper includes techniques jointed both consistency test by AHP and experimental subjective evaluation of profiles by Conjoint Analysis for evaluating the user's emotion and impression.

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컨조인트 속성수준의 분포 범위와 수가 응답자의 속성 중요도 평가에 미치는 영향: 전통적 컨조인트와 자체설명식 접근법 비교 (The effect of range and frequency of attribute levels on the attribute importance in conjoint analysis: focused on traditional conjoint and self-explicated methods)

  • 서상윤
    • 한국경영공학회지
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    • v.22 no.2
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    • pp.81-93
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    • 2017
  • The author introduce how the range and the number of attribute levels affect measures of attribute importance implemented by traditional conjoint analysis. We find that the relative importance of attribute are affected by the range manipulation and the number of attribute levels. The results show that the extension of both end-point attribute levels increases the importance of attribute. Also conjoint importance estimates increases by the insertion of intermediate attribute levels. However, the attribute importance estimated by self-explicated method does not vary with the variation of attribute level range and number of attribute levels. Therefore, these results imply that we need to select carefully the attribute levels of stimuli which the respondents are exposed to in purchasing situation.

신설 대학급식소 운영 계획을 위한 서비스 품질 속성의 상대적 중요도 규명: conjoint 분석의 활용 (Identifying the Relative Importance of Service Quality Attribute for Developing an Operation Proposal on Hypothetical College Foodservice Approached to Conjoint Analysis)

  • 박문경;김창준
    • 대한영양사협회학술지
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    • v.12 no.4
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    • pp.390-403
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    • 2006
  • The purposes of this study were to : (a) examine the using pattern of college foodservice and off-campus restaurant and identify the important service quality attributes and levels for conjoint analysis, (b) investigate the demographic factor and the lunch behavior of "S" college's foodservice customer (c) search the optimum moving time to the college foodservice by cumulative graph, (d) identify the relative importance of the service quality attributes and level at college foodservice by conjoint analysis, and (e) provide the basic data for establishing new college foodservice. Questionnaire developed were conducted with 305 daytime students. A total of 284 were usable and the data was analyzed by the SPSS(ver. 11.0) for the descriptive analysis and conjoint analysis. ‘Low price’ was the reason for using college union foodservice, and the advantages of college union the foodservice were reported to be 'speediness', 'low price', 'near distance', 'wide space' and etc in a college. For off-campus restaurant, the using reasons were mentioned 'near distance', 'menu variety', 'kindness', and 'better taste and quality' and the using advantage found out 'inexpensive and enjoyable food with friends', and 'good taste'. An optimum time required for moving to the college foodservice was calculated 9 min by cumulative graph. As the relative important attributes on college foodservice were identified in the order of the ‘price range', the 'time required for the movement' and the 'food taste', and the level were analyzed the location requiring 6~10 minutes for the movement, the price range of 2,100~2,500 won, and the providing tasty foods by conjoint analysis. As "S" college will be established a new college foodsrevice suggested by the this study result, there should be expected the increasing salse and the college student's satisfaction on campus foodservice.

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Design of Personal Spiral Conjoint Analysis

  • Castel, Dennis;Saga, Ryosuke;Tsuji, Hiroshi
    • Industrial Engineering and Management Systems
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    • v.12 no.3
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    • pp.234-243
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    • 2013
  • In order to point out the best utility of a product (or a service), marketers need to clearly understand and measure the preference of the consumers. Among numerous marketing analysis techniques, the conjoint analysis is one of the popular tools for market research. One of the issues with this tool is the lack of feedback for the respondents. This paper proposes personal stepwise conjoint analysis based on an interactive Web-questionnaire allowing respondents to receive a diagnosis of their evaluation and giving the possibility to reconsider their evaluation. To validate our proposal, experimentation with forty-two respondents is also demonstrated. Experimental results, potential modifications and improvements are detailed in this paper.